1. City Council Meeting February 10, 2014

2. Rose Bowl Renovation Project OVERVIEW  UCLA FOOTBALL REVENUE  PREMIUM SEATING REVENUE  MINOR EVENT REVENUE  DISPLACEMENT EVENT REVENUE  RBOC RECOMMENDATION

3. Rose Bowl Renovation Project ROSE BOWL REVENUE UPDATE  UCLA Football  2012 Revenue - $1,786,843  2013 Revenue - $1,984,558  2014 Revenue - $5M (projection)  Premium Seating (UCLA & Rose Bowl Game)  2012 Revenue – $1,779,812  2013 Revenue - $2,125,537  2014 Revenue - $7,314,855

4. Rose Bowl Renovation Project MINOR EVENT REVENUE  Minor Events  Corporate/Private events  Film shoots  Parking lot rentals  Walks & runs  Net minor event revenue has doubled in Q1 and Q2 of 2013  $354K (2013) vs. $167K (2012)

5. Rose Bowl Renovation Project Displacement Events requested  International Soccer – event #15  Autism Speaks – event #16  July 4 th /AmericaFest – event #17 Displacement Event Revenue (non football)  FY14 - $1M  FY15 - $2M (projected) DISPLACEMENT EVENTS

6. Rose Bowl Renovation Project  “Confirm that the City/RBOC not host National Football League (NFL) games, nor more than 18 Displacement Events at the Rose Bowl Stadium in calendar year 2014 in order to further ongoing community dialog, studies and planning processes and recognizing a priority for the scheduling and completion of construction activity.”  RBOC managed Walks/Runs to be limited to 13  RBOC to split costs with City for event coordination study of the Central Arroyo RBOC RECOMMENDATION

7. Rose Bowl Renovation Project  Wednesday, July 23, 2014  Would continue great history of international soccer at the Rose Bowl  Net revenue anticipated to be minimum 300k  Anticipate that Pasadena hotels and businesses should benefit as travelers from across the west coast likely to attend the match  Traffic management a key aspect of this event due to weekday event INTERNATIONAL SOCCER – EVENT #15

8. Rose Bowl Renovation Project  Saturday, April 26, 2014  Event is fundraiser for Autism Speaks  Largest event for organization in United States  10 th year at Rose Bowl; 2 nd year as displacement event  Expected attendance 40,000-50,000  Net RBOC revenue expected to be $75k AUTISM SPEAKS – EVENT #16

9. Rose Bowl Renovation Project JULY 4 TH /AMERICAFEST – EVENT #17  Friday, July 4, 2014  88 th year of tradition at Rose Bowl  Financially sporadic success  Fundraising effort that Pasadena residents and businesses support  Primary reason for this event to proceed is to celebrate America’s birthday and continue Pasadena tradition

10. Rose Bowl Renovation Project FINDINGS TO BE MADE BY COUNCIL  The additional event represents a unique opportunity that will enhance the stature of the Rose Bowl  The revenue generating potential from the additional event justifies its consideration  It is anticipated that this event will not create undue conflicts with Arroyo Seco activities taking place at the same time  The event does not impose undue adverse impacts on the surrounding residential area

11. Rose Bowl Renovation Project